University of Birmingham
Branding is of growing interest to business to business (B2B) firms. Despite this increased interest and the predominance of branding in consumer markets, B2B branding has received scant attention from academics. This paper argues that organizational buyers are influenced by both rational and emotional brand values and that B2B brands can surmount functional capabilities to create an emotional connection with buyers. The use of emotion may provide greater potential for value creation and be a means of developing a sustainable differential advantage.